Postgraduate Diploma in Digital Marketing

Purpose

The purpose of the Postgraduate Diploma in Digital Marketing qualification is to provide learners with a comprehensive understanding of digital marketing and equip them with the necessary skills to navigate the digital landscape. The qualification aims to develop competent professionals who can drive effective digital marketing strategies, contribute to ethical and responsible social media practices, harness the power of data and analytics, adapt to the challenges and opportunities of the digital Fourth Industrial Revolution (4IR), and study research methodologies that addresses gaps in the field of digital marketing.

Graduates will be endowed with skills to conduct rigorous market research, analyse data, and discern opportunities for optimising digital marketing campaigns. The qualification endeavours to produce professionals who adhere to ethical standards within the digital marketing industry, possess the expertise to develop and execute social media marketing campaigns across diverse platforms, and emerge as competent individuals capable of navigating the dynamic digital landscape and facilitating meaningful connections between brands and consumers.

Upon successful completion of the qualification, participants will possess a comprehensive knowledge and understanding of digital media, along with the aptitude for managing relationships between organisations and consumers through digital communication. This proficiency equips them to navigate the intricacies of the marketing communications landscape effectively, thereby fostering greater accessibility to information.

Upon completion of the qualification, a qualifying learner will be able to

• Explore digital transformation and its impact on digital culture in a digital environment.
• Describe the research methodologies undertaken to identify the gaps in the digital marketing industry.
• Examine the digital Fourth Industrial Revolution (4IR) challenges and opportunities and provide solutions by exploring the digital tools and techniques of 4IR.
• Explain effective social media marketing governance to ensure ethical and responsible social media practices within an organisation.
• Critically analyse the effective use of appropriate web-based analytics and metrics to measure the performance of social media campaigns and applications.
• Design effective digital marketing content in promotion of brand awareness, creating engagement and connecting with digital customers.

The attributes identified below demonstrate the competence the learner will possess upon completion of the modules and assessments within the Postgraduate Diploma in Digital Marketing qualification:

• Problem-solving real-world problems in the digital landscape.
• Teamwork that involves collaborating and working effectively in a team on projects.
• Technologically innovative by applying trend-oriented and emerging technologies in web-based analytics.
• Exhibit a commitment to critical thinking to identify research gaps in the field of digital marketing.
• Flexible thinking by exhibiting flexibility and adaptability to analyse web-based analytics.

Upon completion of the qualification, graduates can aspire to the following positions

• Brand Manager
• Content Marketing Manager
• Customer Engagement Strategist
• Data or Marketing Analyst
• Digital Advertising Specialist
• Digital Marketing Academic/ Coordinator/ Strategist/ Manager
• Social Media Manager
• Web Analytics Manager
• Influencer
• Micro Blogger
• Paid Media Consultant
• Social Media Analyst/ Specialist/ Manager
• Media Strategist

Rationale

The rationale for this qualification is to address the need for advanced skills and knowledge in the field of digital marketing, which is becoming increasingly vital in today's digital ecosystem. The Digital Skills Gap Index measures the level of skills that are demanded in their respective geographical areas. According to South African Instrumentation and Control (2023) reports that the Digital Skills Gap Index for African countries is between 1,8 and 5, whereas the international average is 6.

The aim is to bridge the digital skills shortage by focusing on skills including digital strategy, data and web analytics, critical thinking and problem solving, digital project management, and legal and ethical consideration in the digital space. The latter is achieved by providing learners with an in-depth understanding of the digital ecosystem, addressing needs, bridging knowledge gaps, and fostering a culture of research to address digital marketing challenges and gaps in current markets.

According to the World Bank, "to transform internet availability into productive usage and job growth, the region needs affordable access, digital skills and digital technologies that meet the needs of African." The need for the qualification stems from the digital transformation occurring across industries and the world. The transformation has led to the rapid demand for advanced skills and knowledge to navigate the evolving digital ecosystem effectively. Statista reports that South Africa in January 2022 had an estimated total of 41.9 million active internet users. In addition, 28 million amounts to Internet users account for 46 percent of the total population. Moreover, from a digital marketing perspective, some of the top 5 main channels for online brand research include search engines, social networks, brand websites, consumer reviews and mobile apps.

In terms of societal benefits, the qualification addresses the skills gap in the digital marketing sector, ensuring that professionals possess the necessary knowledge and skills to meet industry demands. It promotes ethical and responsible marketing practices, contributing to trust and credibility in the digital landscape. Furthermore, it encourages research and innovation, driving progress and advancement in the field of digital marketing, benefiting society.

From an economic perspective, the qualification enhances productivity and efficiency by equipping businesses with the skills to implement effective digital marketing strategies. It promotes business growth and competitiveness by enabling companies to reach wider audiences and stay ahead of competitors in the digital realm. Additionally, it contributes to job creation and entrepreneurship, as graduates can start their digital marketing ventures, fostering economic growth and creating employment opportunities.

Thus, the qualification caters to the needs of learners seeking to advance their skills and knowledge in digital marketing. Moreover, the qualification aligns itself to South Africa's evolving digital landscape and aims to contribute to the development of competent and well-rounded digital marketing professionals. The range of typical learners who would enrol in this qualification spans across various occupations, jobs, and areas of activity within the digital marketing sector. It caters to professionals seeking career advancement, individuals interested in specialising in digital marketing, entrepreneurs, researchers, and marketing managers/executives operating in diverse industries. The exit-level outcomes are aligned towards the needs and skills required for digital marketers locally and internationally.

Digital marketing is constantly evolving and is one of the fastest growing industries, creating substantial career opportunities for learners. Hence, the Postgraduate Diploma in Digital Marketing qualification will ensure that skills remain relevant in the evolving technological world and create significant opportunities for learners to advance their careers.

Recognition of Prior Learning (RPL)

The institution recognises the important role that the Recognition of Prior Learning (RPL) plays in ensuring equitable access and participation in Higher Education. In this process, non-formal and informal learning is measured, evaluated, and checked for equivalence or parity with the formal qualification entry requirements. The RPL assessment process will focus on ways of evaluating a person's knowledge and skills acquired through lifelong learning experiences (formal, non-formal and informal) against a set of pre-determined criteria.

RPL Process

The RPL committee, which comprises of Admissions and Selections Academics, shall meet and make determinations regarding all RPL applications that are before the committee for decisions and recommendations regarding entry into the qualifications which prospective RPL candidates have applied for. The decisions are communicated by the Admissions and Selections Administrator to Learner Advisors within 24 hours of the committee meeting.

The RPL process focuses on establishing whether the learner has acquired competence in the following areas

• Basic theoretical knowledge
• Practical competence
• Reflective competence
• Applied competence

All RPL applications are subject to evaluation by the Admissions and Selections Recognition of Prior Learning committee. It is assumed that the learning derived from work or life experience will be a major element in the profiles of non-standard entrants primarily by means of a portfolio of evidence. Where appropriate, interviews will also be conducted to assess applicants for selection purposes.

RPL for credit

• Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.
• Credit shall be appropriate to the context in which it is awarded and accepted.

Entry Requirements

The minimum entry requirement for this qualification is

• Advanced Diploma in Digital Marketing, NQF Level 7.

Or

• Advanced Diploma in Digital Marketing Management, NQF Level 7.

Or

• Bachelor of Business Administration, NQF Level 7.

Or

• Bachelor of Business Administration in Banking, NQF Level 7.

Or

• Bachelor of Business Administration in Retail Management, NQF Level 7.

This qualification consists of the following compulsory modules at NQF Level 8, totalling 120 Credits.

Compulsory Modules, Level 8, 120 Credits

• Social Media Marketing Strategies, 15 Credits.
• Web Data Interpretation Strategies, 15 Credits.
• Digital Media Governance, 15 Credits.
• Research Methodology, 15 Credits.
• Embracing the Digital Culture, 15 Credits.
• Advanced Digital Content Marketing, 15 Credits.
• Security in the Digital Space, 15 Credits.
• Digital Transformation, 15 Credits.

1. Demonstrate the ability to explore digital transformation and its impact on digital culture in a digital environment.
2. Demonstrate the ability to describe the research methodologies undertaken to identify the gaps in the digital marketing industry.
3. Demonstrate the ability to examine the digital Fourth Industrial Revolution (4IR) challenges and opportunities and provide solutions by exploring the digital tools and techniques of 4IR.
4. Demonstrate the ability to explain effective social media marketing governance to ensure ethical and responsible social media practices within an organisation.
5. Demonstrate the ability to critically analyse the effective use of appropriate web-based analytics and metrics to measure the performance of social media campaigns and applications.
6. Demonstrate the ability to design effective digital marketing content in the promotion of brand awareness, creating engagement and connecting with digital customers.

Associated Assessment Criteria for Exit Level Outcome 1

• Explore digital cultures to understand the activities that impact an organisation at various levels in a digital ecosystem.
• Investigate digital security to gain an in-depth understanding of real business issues and cybersecurity in the digital business world.
• Analyse digital transformation to understand the opportunities and challenges within a digital landscape.

Associated Assessment Criteria for Exit Level Outcome 2

• Examine research methodologies to showcase proficiency in selecting and justifying the chosen methodology for identifying the gaps within the field of digital marketing.
• Review research activities to understand their impact on the digital marketing campaign.
• Apply research methodologies to proficiently understand the findings, clear articulation of identified gaps in the digital marketing industry and the rationale behind the process.

Associated Assessment Criteria for Exit Level Outcome 3

• Explore digital tools and techniques to address the challenges and opportunities presented by the Fourth Industrial Revolution (4IR).
• Analyse the Internet of Things, global governance and digitisation to understand the scope and origins of digital marketing in a Fourth Industrial Revolution (4IR) environment.
• Develop 4IR technologies to be applied in the creation of job and business opportunities in a contemporary online marketing environment.

Associated Assessment Criteria for Exit Level Outcome 4

• Investigate the scope and context of contemporary social media strategies to understand best practices for engagement in digital marketing.
• Develop social media practices to ensure social media governance and ethical responsibility within an organisation.
• Apply digital content strategies and management practices to improve social media development plans.

Associated Assessment Criteria for Exit Level Outcome 5

• Discuss consumer analytics rigorously as a strategic approach to attain and retain a competitive advantage in the digital marketing landscape.
• Examine website analytics to understand the trends and patterns of consumer buying behaviour in an online environment.
• Employ web-based analytics and metrics to evaluate the performance of social media campaigns, including Key Performance Indicators (KPIs) including reach, engagement, click-through rates, conversion rates, and return on investment (ROI).

Associated Assessment Criteria for Exit Level Outcome 6

• Develop digital marketing content to promote brand awareness and foster engagement on social media platforms within a business context.
• Implement content creation and content management to improve digital marketing strategies.
• Analyse customer data to evaluate and enhance digital marketing content promotion in a digital ecosystem.

INTEGRATED ASSESSMENT

An integrated assessment requires careful consideration to implement formative and summative assessment methods, which offer an inclusive and holistic view of learners' learning. Assessments are aligned with the pre-defined learning outcomes per module, culminating with the qualification exit level outcomes. Formative and summative assessments are diverse in nature, and these encompass knowledge-check questions, case studies, and scenario-based questions. Formative assessments allow for regular feedback to learners, highlighting areas of success and improvement. Summative assessments evaluate learning after a learner's learning journey. Imperative to integrated assessments is the provisioning of feedback to not only learners but also internally, as whereby the results of assessments play a critical role in informing the development of future assessment, assessment practices and the continuous improvement of the qualification.

The Assessment Strategy is outlined within the institution's Assessment Policy. As such, the following is provided as rationale for the assessments at NQF level 8:

The final mark is calculated as follows

• Formative Assessment 1- 20%
• Formative Assessment 2- 20%
• Summative Assessment - 60%

To pass a module, a subminimum of 50% is required in each form of assessment, and a final combined mark of 50% is required. Entrance to the Summative Assessment is dependent on meeting the sub-minimum requirements of the formative assessments for each semester.